Brands should never undermine the originalities of any specific culture.
RAWALPINDI: Due to increased social mobility, people are becoming highly brand conscious. Renowned brand labels on eatables, outfits, footwear and accessories give satisfaction to conspicuous consumers. The latest styles tagged with brand names are dominating the market. We are becoming more self-conscious, which raises the temptation to follow the brand race. Some use signature wear in a bid to enhance their personalities, some for its quality and others for comfort and style. But most of us link branded stuff with social status. Brands today have a great influence on people’s mind. Labels mould the thought process of a customer, gradually becoming a part of his/her habits and eventually, a necessity.
Earlier, our prime focus while shopping used to be on the price factor, but now, the brand takes precedence. The divides between the ‘haves’ and ‘have-nots’ is already very grave in our society and this obsession with designer wear is further aggravating it. This has led to increasing social differences in our society.
The media further worsens the situation by promoting brand-labelled products. It is leading towards many social issues, including lack of confidence, personality complexes, disrespect to parents etc.
Brands should never undermine the originalities of any specific culture. They should be supportive of them rather than acting as an agent for demolishing the true picture of any society. Goods which cannot be afforded by the majority should not be promoted.
Arooj Arshed Abbasi
Published in The Express Tribune, December 5th, 2013.
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